Mexico debates new gambling ad rules to protect minors
The Mexican Congress has once again put the spotlight on advertising for gambling and online betting. A new initiative presented in the Chamber of Deputies seeks to establish stricter limits on the dissemination of promotional content from the sector, especially during time slots and in environments where children and adolescents may be exposed.
The project was promoted by the Movimiento Ciudadano party, through Deputy Juan Ignacio Zavala Gutiérrez, and proposes to amend three key regulatory frameworks: the Federal Law on Games and Lotteries, the Telecommunications and Broadcasting Law, and the Federal Consumer Protection Law. The central objective is to redefine how, when, and under what conditions betting and casino offers can be communicated in the country.
Time restrictions and multiplatform reach
One of the main points of the text is the prohibition of broadcasting betting advertisements between 6 a.m. and 10 p.m. in content that may be viewed by minors. The restriction would apply to both free-to-air and pay television as well as digital platforms, social networks, and other online media, expanding the concept of protection beyond the traditional screen.
The initiative focuses not only on the timing but also on the type of programs, broadcasts, and spaces where the messages are disseminated. The proposed criterion is to prevent the presence of betting advertisements in any content aimed at minors or that, by its nature, has a high probability of being consumed by that audience.
New obligations for operators and advertisers
The project introduces additional requirements for license holders and advertisers in the sector. Among them, it proposes limiting the use of creative resources that may be especially attractive to minors, such as animated characters, public figures with strong youth appeal, music, or narratives associated with children’s or adolescent entertainment.
In the digital environment, the initiative proposes the mandatory implementation of technical age verification mechanisms to access both promotional content and advertising campaigns related to betting. In this way, part of the responsibility for control is sought to be transferred to the platforms and the operators themselves.
Advertising content under greater control
Another relevant aspect of the project is the regulation of the advertising message itself. The text establishes that every promotional piece must include visible and permanent warnings, in addition to expressly prohibiting misleading claims, promises of guaranteed winnings, or references to unrealistic probabilities.
Likewise, it proposes restricting the dissemination of odds, recommendations, or invitations to bet during live sports, cultural, or musical events, whenever these can be followed by minors. This measure aims to reduce the normalization of gambling in contexts of high family viewership.
Next legislative steps
The initiative was referred to the Committees on Governance and Population, Radio and Television, and Economy, Commerce and Competitiveness, where it will be analyzed within the framework of a broader debate on updating the advertising regime for gambling in Mexico.
If it progresses, the project could mark a significant change in the relationship between the betting sector, the media, and digital platforms, reinforcing the preventive approach and aligning Mexico with regulatory trends that prioritize the protection of vulnerable audiences in regulated gambling markets.
Tags: Mexico, Mexico betting regulation, betting advertising regulation